Header Bidding
Header Bidding is an advanced programmatic advertising technique that allows publishers to offer their ad inventory to multiple demand sources (ad exchanges, SSPs) simultaneously and in real-time before making a call to their primary ad server. This parallel auction process ensures greater…
Key facts
- First appeared
- 2013
- Category
- technology
- Problem solved
- Header Bidding was created to address the inefficiencies and lack of transparency inherent in the traditional 'waterfall' ad serving model. It enables publishers to maximize their ad revenue by allowing multiple demand partners to bid simultaneously on ad inventory, ensuring the highest bidder wins, rather than relying on a sequential, often opaque, auction process.
- Platforms
- Web Browsers (JavaScript-based client-side), Server-Side (Node.js, Java, Go, etc., for S2S implementations), Mobile Applications (via SDK integrations)
Related technologies
Notable users
- The New York Times
- Forbes
- Any major online publisher or content provider monetizing with programmatic ads
- Conde Nast
- Washington Post
- BuzzFeed